E.B.
We went through this same process with my son and I agree with Maggie's advice. Take him to the potty everytime he requests, but do not give him any more attention than neccessary after the first time. You will still be re-enforcing the potty training, but the extra attempts will be really boring and not worth the effort.
He is definitely doing this for attention, but it is best not to turn it into a power struggle because that will take the fun out of his new acheivement (using the potty)and cause more problems down the road. He will learn faster and more effectively if you let him decide that the extra potty trips are not worth it rather than have you force the choice on him.
Good Luck = )